Marketing CRM Executive

Role and Responsibilities

The CRM Executive (B2B) is a highly organised, hardworking marketing professional with excellent communications skills.  You’ll be playing a key part in helping to develop, manage and analyse CRM campaigns that attract new customers.

As a CRM Executive, you will be central to developing and delivering CRM initiatives to multiple target sectors. The role will require you to have had end-to-end involvement with campaign planning from workflow to brief to implementation and analysis.

Working with your colleagues in the wider marketing team and sales teams to deliver CRM activity in the following ways:


  • Accountable for the development and execution of campaign briefs that bring inbound leads and engagement
  • Deliver outbound marketing communications across email, text and WhatsApp
  • Manage the production of the email/ text schedules and implement segmented marketing campaigns in order to attract new customers to ensure that campaigns are targeted to the right audiences
  • Create and implement funnel and nurturing campaigns to improve lead conversion and to retain existing customers
  • Carry thorough, detailed technical QA (audience and data, creative and link tracking and rendering – litmus)
  • Regularly review CRM channel performance and produce reports that highlight results and suggestions for ongoing improvement
  • Ensure that all campaigns are relevant to markets and provide additional support to the digital marketing team if required
  • Responsible for the successful implementation, dynamic and personalised email strategy that will re-engage lapsed and dormant customers
  • Manage the campaign delivery process across departments (Marketing, Compliance and Legal)
  • Introduce marketing insight program to capture, NPS, Google reviews, Trustpilot reviews and customer feedback on products and services


  • Use campaign results to evaluate performance, optimise campaigns and formulate future activity to improve conversion rates
  • Utilise the CRM system and external automated marketing platform to analyse campaign effectiveness
  • You will translate marketing results into sales stories for our sales team
  • In collaboration with wider marketing team, manage reporting dashboards to track and measure campaign performance
  • Set clear objectives for campaigns, forecast impact, analyse performance and make recommendations for test and learn opportunities.
  • You will maintain relationships with third parties and have responsibility of the production of weekly and monthly KPI dashboards
  • You will be responsible for the maintenance of the customer satisfaction questionnaires and producing the insight reports


  • Excellent copywriting skills
  • Knowledge and experience of email and text marketing
  • Previous CRM/ Email marketing experience
  • An understanding of HTML and email marketing
  • Experience in setting up multi-stage CRM programs for all life cycle stages
  • Extraordinary organisational skills and campaign delivery skills
  • Strong relationship and communication skills
  • Strong copywriting and proof reading skills
  • Innovative, enthusiastic, resilient with can-do attitude, problem solver
  • University degree or equivalent; Marketing qualification will be seen as a bonus
  • A numerate person with a strong commercial acumen
  • Hands on experience of campaign deployment using (IBM Watson, Silverpop)

It would be a bonus if you also had: 

  • B2B Financial services industry experience